ICTM 2013

Proceedings of the he Second International Conference on ICT Management for Global Competitiveness and Economic Growth in Emerging Economies Conference Theme: Economic, Social, and Psychological Aspects of ICT Implementation

College of Management "Edukacja" University of Wrocław,, Institute of Psychology Wrocław Poland, September 16-17, 2013 Wrocław,

Sponsored by AIS Special Interest Group on ICT and Global Development (SIG GlobDev)

Edited by the Conference Co-Chairs Co Jolanta Kowal, College of Management "Edukacja", Wrocław, Wrocław Poland Narcyz Roztocki, SUNY at New Paltz, USA and Programme Co-Chair Chair Heinz Roland Weistroffer, Virginia Commonwealth University, USA

A conference managed by College of Management "Edukacja" (WSZ E Poland)

Proceedings of the Second International Conference on ICT Management for Global Competitiveness and Economic Growth in Emerging Economies Conference Theme: Economic, Social, and Psychological Aspects of ICT Implementation College of Management "Edukacja" University of Wrocław, Institute of Psychology Wrocław, Poland, September 16-17, 2013

Sponsored by: AIS Special Interest Group on ICT and Global Development (SIG GlobDev) and Naczelna Organizacja Techniczna Federacja Stowarzyszeń Naukowo-Technicznych Przedsiębiorstwo Przemysłu Ziemniaczanego S.A. in Niechlów Biuro Poselskie Lidii Geringer de Oedenberg in Wrocław

Edited by the Conference Co-Chairs Jolanta Kowal, College of Management "Edukacja", Wrocław, Poland Narcyz Roztocki, SUNY at New Paltz, USA and Programme Co-Chair Heinz Roland Weistroffer, Virginia Commonwealth University, USA

A conference managed by College of Management "Edukacja" (WSZ E Poland)

Copyright the authors, 2013. All Rights Reserved. For all papers accepted into ICTM 2013, authors of accepted papers will retain copyright. However, by submitting a paper, authors do agree that conference organizers can publish and reproduce any accepted papers in the ICTM 2013 proceedings or through other publications’ vehicles. No further reproduction, copy or transmission may be made without written permission from the individual authors. Papers have been double-blind peer reviewed before final submission to the conference. These Conference Proceedings will be submitted to the Thomson ISI for Indexing. Further copies of this book can be purchased from http://ictm2013.edukacja.wroc.pl/index.htm ISBN: 978-83-64-389-00-9 (Book) Published by College of Management "Edukacja" (WSZ E), University of Wrocław Institute of Psychology, AIS Special Interest Group on ICT and Global Development (SIG GlobDev) Krakowska 56-62 50-425 Wrocław Poland +48 71 37 72 152 +48 71 37 72 158 http://wszedukacja.pl/

Contents 1. From the Conference Co-Chair .............................................................................................. 5 2. Biographies of Conference Co-Chairs ................................................................................... 6 3. Honorary Co-Chairs ............................................................................................................... 7 4. Conference and Review Committee ....................................................................................... 8 5. Biographies of Contributing Authors ................................................................................... 11 6. Papers ................................................................................................................................... 21 Author(s)

Paper Title

Introduction Narcyz Roztocki, State University of New York Information and Communication at New Paltz, USA, Technologies for Competitive Heinz Roland Weistroffer, Virginia Advantage in Emerging Economies: Commonwealth University, USA Analysis of Research Chapter 1. Methodology, Psycho-Social Aspects and Educational Systems and ICT Management in Emerging and Transition Economies (1) Jolanta Kowal, University of Wrocław, Conscious and Unconscious Poland, Krystyna Węgłowska-Rzepa, Influences in Internet Advertising in University of Wrocław, Poland Transition Economies Ani Matei, National School of Political Studies E-Governance Substantiated on ICT and Public Administration, Romania, Carmen and Knowledge Management. An Savulescu, National School of Political Studies Exploratory Study in Romania and Public Administration, Romania Radoslav Delina, Technical University of Information Technology Investments Košice, Slovakia, Miroslava Packová, and Stock Market Reaction: Evidence Technical University of Košice, Slovakia, from Czech Republic, Hungary and Narcyz Roztocki, State University of New York Slovakia at New Paltz, USA, Heinz Roland Weistroffer, Virginia Commonwealth University, USA Alicja Senejko, University of Wrocław, Attitudes Towards Globalization and Poland, Dorota Chmielewska-Łuczak, Styles of Internet Use University of Wrocław, Poland, and Zbigniew Łoś, University of Wrocław, Poland Ivana Poledňová, Masaryk University in Brno, Cyberbullying as a Form of Violence Czech Republic, Zdenka Stránská Masaryk against Teachers in the Czech University in Brno, Czech Republic, Monika Republic Čechová, Psychological Counseling Center, Czech Republic Ivana Poledňová, Masaryk University in Brno, Importance of E-Learning in Czech Republic, Zdenka Stránská, Masaryk University Students University in Brno, Czech Republic, Martina Dršková, School Counseling Office, Czech Republic Jarosław Wąsiński, College of Management Information Security Management in "Edukacja", Poland, Piotr Woźniak, The State the Use of Information and School of Higher Vocational Education in Nysa, Communication Technology in Small Poland Enterprises

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Chapter 2. Problems of ICT Knowledge and Skills Transference from Highly Developed Countries to Emerging Economies (1) Carsten Brockmann, University of Potsdam, Impact of Business Model Changes Germany, Eldar Sultanow, XQS-Service on Knowledge Processes: A Novel GmbH, Germany, Norbert Gronau, University Approach Using Time-Spatial of Potsdam, Germany Vectors Łukasz Haromszeki, Wrocław University of Psychological and Social Economics, Poland and Piotr Jarco, College of Competences Characteristic of a Management "Edukacja", Poland Virtual Space Leader Janusz Martan, Wrocław University of Overview of Complexity Measures Technology, Poland and Marta Rackiewicz, of Organizational Hierarchy Wrocław University of Technology, Poland Beata Glinkowska, University in Łódź, Poland Chosen Problems of Contemporary and Bogusław Kaczmarek, University in Management in Transition Łódź, Poland Economies: A Case Study Chapter 3. Research in progress: Organizational, Psycho-social, Political and Legal Frameworks and ICT Management in Emerging Economies (1) Helena Lindskog, Linköping University, Better Public Buyers with Electronic Sweden, Staffan Brege, Linköping University, Procurement Sweden, Per-Olof Brehmer, Linköping University, Sweden Katarzyna Tworek, Wrocław University of Suitability Analysis of New Method Technology, Poland, Janusz Martan, Wrocław for Measuring the Information University of Technology, Poland Technology Acceptance Monika Łobaziewicz, Katolicki Uniwersytet Application of B2B Model for Lubelski Jana Pawła II, Poland, Tomasz Creating a Marketing Product Żminda, Politechnika Lubelska, Poland Alicja Keplinger, University of Wrocław, Ethos Behaviors (Organizational Poland, Ewelina Krupowicz, University of Citizenship Behaviors) in Everyday Wrocław, Poland, Natalia Lech, University of Life. the Polish Students’ Wrocław, Poland, Bartosz Hawro, University Perspective of Wrocław, Poland Paweł Trojanowski, University of Wrocław, Farmer's Social Portal and its Impact Poland, Marcin Chrobot, Martin & Jacob on Deficits of Management of Wrocław, Poland Medium-Size Farms Chapter 4. Research in progress: Organizational, Psycho-social, Political and Legal Frameworks and ICT Management in Emerging Economies (2) Tom Kwanya, University of KwaZulu-Natal, Apomediated Marketplace: South Africa, Christine Stilwell, University of Leveraging the Power of Direct KwaZulu-Natal, South Africa, Peter Social Interactions for Knowledge Underwood, University of KwaZulu-Natal, Sharing among Local Civil Service South Africa Organisations in Developing Countries Jarosław Klebaniuk, University of Wrocław, How to Watch? Television Poland Cultivation Endangers Social Trust Bianka Lewandowska, University of Information Technology as a Tool to Wrocław, Poland Promote Healthy Attitudes and Habits of Youth Chapter 5. Methodology, Psycho-Social Aspects and Educational Systems and ICT Management in Emerging and Transition Economies (2) Grażyna Paliwoda-Pękosz, Cracow Problems Versus Benefits in University of Economics, Poland, Piotr Soja, Enterprise System Adoption: The Cracow University of Economics, Poland Case of a Transition Economy Olivera Marjanovic, University of Sydney, The Current Research Landscape of Australia, Narcyz Roztocki, State University Crowdsourcing: Implications for of New York at New Paltz, USA Emerging Economies

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Teresa Kupczyk, Wyższa Szkoła Handlowa we Wrocławiu, Poland

ICT Competence Management vs. Knowledge-Based Economy and Traditional Economy in PolandResearch Results Anna Jasińska-Biliczak, Opole University of Information and Communications Technology, Poland Technology in Food Industry in Poland - Study of Needs of the Enterprises of Tomorrow in Emerging Economy Barbara Mróz, University of Wrocław, Poland Hierarchy of Values and Quality Management of ICT Workers Chapter 6. Organizational, Psycho-social, Political and Legal Frameworks and ICT Management in Emerging and Transition Economies (2) Yousuf Salim Alhinai, Sultan Qaboos The Financial and Psychological University, Oman, Zainab Alhashmi, Sultan Impact of Mobile Fraud in Oman Qaboos University, Oman, Houd and Ways of Protection Albarawani Sultan Qaboos University, Oman, Shadia Alrawahi, Sultan Qaboos University, Oman Anna Kuzio, College of Management The Socio-Cultural Adaptation of "Edukacja", Poland Internet Dating: Approaches towards Online Relationship Creation among Poles and Americans in Computer Mediated Communication Anwaar Al-Busaidi, Sultan Qaboos Exploring the Role of Social University, Oman, Rawya Al-Kiyumi, Sultan Networking on Social Changes in Qaboos University, Oman, Yousuf Salim Developing Countries: The Case of Alhinai, Sultan Qaboos University, Oman Oman, Zahra Al-Lawati, Sultan Qaboos University, Oman Chapter 7. Problems of ICT Knowledge and Skills Transferrence from Highly Developed Countries to Emerging Economies (2) Jerzy Łunarski, Rzeszow University of Regional Aspects of Standardization Technology, Poland, Aiman Gabdulina, and Innovation in Technology Kazahstan University of Technology, Management Kazahstan Teresa Bogacz, College of Management E-Communication as a Cultural "Edukacja", Poland, Alicja Keplinger, Discriminator and Stimulator of University of Wrocław, Poland, Jolanta Market Activities Kowal, College of Management "Edukacja", Poland, Krystyna Węgłowska-Rzepa, University of Wrocław, Poland Angelika Lewandowska, Wrocław University The Culture of Learning of Technology, Poland Organization Magdalena Sirecka-Wołodko, College of Impact of ICT on the Phenomenon Management "Edukacja", Poland of Modern Terrorism Mirosław Mrówka, College of Management An Empirical Study in the Test of "Edukacja", Poland, Zygmunt Żerkowski, Theoretical Claim for the University of Economic in Wrocław, Poland Relationship between Value Added of Economic and Stock Return in Production Sector in Poland

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Chapter 8. Research in progress: Problems of ICT Knowledge and Skills Transference from Highly Developed Countries to Emerging Economies (2) Yousuf Salim Alhinai, Sultan Qaboos Towards Green IT and Energy University, Oman, Sanaa Al.Hadifi, Sultan Management Strategy in Emerging Qaboos University, Oman, Sumaiya Economies: The Case of Oman Al.Salmi Sultan Qaboos University, Oman, Ghitha Al.Kalbani, Sultan Qaboos University, Oman Yousuf Salim Alhinai, Sultan Qaboos Exploring Oman Readiness for Cloud University, Oman, Mohammed H. AlComputing Lawati Sultan Qaboos University, Oman, Mohammed A. Al-Lawati Sultan Qaboos University, Oman Appendix 1: Panel discussion Moderators: Carsten Brockmann, University of Knowledge Economics: How Can Potsdam, Germany and Narcyz Roztocki, State Innovation be Created in Emerging University of New York at New Paltz Knowledge Economies? Panelists: Jolanta Kowal, College of Management "Edukacja", Poland, Helena Lindskog, Linköping University, Elena Rogova, Higher Scho ol of Economics, St. Petersburg, Russia Appendix 2: Panel discussion - main ideas Moderator: Heinz Roland Weistroffer, Virginia Panel: ICT in Emerging Economies – Differences that Can Make or Break a Commonwealth University, United States Project Panelists: Mazen Ali, University of Bahrain, Bahrain, Narcyz Roztocki, State University of New York at New Paltz, USA, Jolanta Kowal, University of Wrocław, Poland, Carmen Savulescu, National School of Political Studies and Public Administration, Romania

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1. From the Conference Co-Chair Emerging economies with their dynamic development and rapid growth are often considered the engines of the global marketplace. Unfortunately, despite this vigorous economic growth, most emerging economies still lag behind the mature, developed countries in economic output and standard of living. To truly close this gap, new management techniques, new business models, and new regulatory policies, among other factors may be needed. Moreover, information and communication technologies (ICTs) will likely play a vital role in this development process. Thus, the objective of this conference is to provide a forum for interested researchers and practitioners to exchange their experiences and creative ideas related to ICT management for global competitiveness and economic growth in emerging economies. Possible topics may include but are not limited to the following: • Social, political and legal frameworks as they relate to ICT and ICT Management • Unique ICT management techniques for emerging and transition economies • Methods for measuring the benefits and costs of projects involving the adoption of ICT • The role of human and social capital • Innovative ways for generating revenues and creating commercial knowledge products • Educational systems and training as they relate to ICT and ICT Management • ICT to support small and medium enterprises • ICT as a path to economic growth • ICT productivity with specific reference to the prevalent social and business conditions • Global supply chain management in emerging and transition economies • Country specific case studies, with specific reference to the prevalent social and business conditions • ICT off-shoring/outsourcing into emerging and transition economies • ICT project management, with specific reference to the prevalent social and business conditions • Digital divide in emerging and transition economies • E-commerce impact in emerging and transition economies • E-government in emerging and transition economies • Psychological, social, and economic aspects of Internet use in emerging and transition economies • Quantitative methods and information technology in management We hope that you have a productive and enjoyable conference. Jolanta Kowal, Narcyz Roztocki and Heinz Roland Weistroffer

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2. Biographies of Conference Co-Chairs Dr Jolanta Kowal is Vice Rector and a professor at Wrocław College of Management "Edukacja" in Wrocław, and a tutor and researcher at the Institute of Psychology of Wrocław University. She is a member of scientific associations PTS and PTPA accredited by IAAP. A researcher and lecturer, Jolanta is the author of over 60 scientific publications (published among others in University College London, C.G. Jung Institute of San Francisco, PWN and ENETEIA) and delivers lectures and seminars on methodology of management, applied statistics in socio-economic, psychological and multicultural research. She reviewed also papers and books for(among others) ECMLG PROCEEDINGS 2010-2011 (ACI, Reading, UK), Information System Management, Taylor & Francis Comp, Scholar Manuscript, US, UK, Hawaiian International Conference on System Sciences-HICSS-44, 2011, US, Hawaii, Journal of European Psychology Students, EFPSA. Her interests and research specializations are: organization and management, information technology in organization, methodology, quantitative and qualitative research, analytical psychology, cross-cultural research. Jolanta acted as the conference chair for the 6th European Conference on Management Leadership and Governance (ECMLG) hosted at the College of Management "Edukacja" and the Professional Development Center "Edukacja", Wrocław, Poland, 28-29 October 2010. http://academicconferences.org/ecmlg/ecmlg2010/ecmlg10-home.htm Narcyz Roztocki is Professor of Management Information Systems at the State University of New York at New Paltz. His research interests include IS/IT investment evaluation, IS/IT productivity, IS/IT investments in emerging economies, technology project management, and e-commerce. He has published in numerous journals and conferences including: the European Journal of Information Systems, the Journal of Computer Information Systems, the Electronic Journal of Information Systems in Developing Countries, Electronic Journal of Information Systems Evaluation, International Journal of Service Technology and Management, Journal of Global Information Technology Management, Journal of Information Science & Technology, and proceedings of the AMCIS, DSI, ECIS, ECITE and HICSS. Heinz Roland Weistroffer is an Associate Professor of Information Systems in the School of Business at Virginia Commonwealth University in Richmond, Virginia, USA. His research interests include computer assisted decision-making, systems analysis and design, and information technology for development. He has published in Journal of Strategic Information Systems, IEEE Transactions on Software Engineering, Journal of MultiCriteria Decision Analysis, Socio-Economic Planning Sciences, Information Technology for Development, and Computational and Mathematical Organization Theory, among many other journals, as well as in numerous conference proceedings such as AMCIS, HICCS, and ECIS. He is an associate editor of the journal Information Technology for Development.

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3. Honorary Co-Chairs Marek Lewandowski - a graduate of the Academy of Physical Education in Wroclaw, specializing in teaching. In the 1986-2012 academic teacher at the Academy of Physical Education in Wroclaw. The College of Management in Wroclaw industry since 2012, author of over 70 scientific peer-reviewed publications, including two books, editor of nine monographs. He has research and teaching internships at the Hochschule für Musik und Darstellende Kunst "Mozarteum" Abteilung Orff Institute in Salzburg, Austria, Deutsche Sporthochschule - Institut für Sportdidaktik in Cologne, Germany, the University of Olomouc - Czech Republic, Academy of Physical Education in Warsaw Academy of Physical Education in Gdansk. Work experience: developing a theory of physical education in the context of the culture of health behavior, recreational and aesthetic man. Research activity is focused on the study of the role of the environment: the school and the family in the child's acquisition of cultural competence and psychomotor. Interests: listening to music, collecting records, drawing and painting, hiking.

Anna Oleszkowicz (born in 1956), psychologist, professor at the Institute of Psychology at the University of Wroclaw. Her research interests focus on developmental issues of adolescence, adolescent rebellion, criteria and forms of adulthood. The author of numerous scientific and popular works in this field, including the monograph crisis youthful - the essence and process (1995), youthful rebellion. Conditions, forms, effects (2006), How to truancy (2010) coauthor, psychology of adolescence. Developmental changes in the age of globalization (2013), co-author. Since 2008 he has been the Director of the Institute of Psychology. PhD 1989, habilitation in 2007.

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4. Conference and Review Committee Conference Co-chairs Jolanta Kowal, College of Management "Edukacja", Unwersytet Wrocławski, Poland Narcyz Roztocki, State University of New York at New Paltz, USA

Programme Committee Co-chairs Margaret Tan, Nanyang Technological University, Singapore Heinz Roland Weistroffer, Virginia Commonwealth University, USA

Honorary Co-Chairs Anna Oleszkowicz, Rector of Institute of Psychology of University of Wrocław, Poland Marek Lewandowski, Rector of College of Management "Edukacja", Poland

Scientific and Review Committee • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

Mito Akiyoshi, Senshu University, Japan Ali Al-Badi, Sultan Qaboos University, Oman Yousef AlHinai, Sultan Qaboos University, Oman Mazen Ali, University of Bahrain, Bahrain Anton Arapetyan, Lviv Business School UCU, Ukraine David Bennett, Chalmers University of Technology, Sweden Edward Bernroider, Vienna University of Economics and Business, Austria Wojciech Bożejko, Wrocław Technical University, Poland Carsten Brockmann, University of Potsdam, Germany Sergey Butakov, Concordia University College of Alberta, Canada Wojciech Cellary, Poznan University of Economics, Poland Witold Chmielarz, University of Warsaw, Poland Jacek Cypryjański, University of Szczecin, Poland Paulo Rupino Cunha, University of Coimbra, Portugal Cesar Alexandre de Souza, FEA-USP, Brazil Gert-Jan de Vreede, University of Nebraska at Omaha, USA Radoslav Delina, Technical University of Kosice, Slovakia Charles Despres, SKEMA Business School, France Antonio Diaz Andrade, Auckland University of Technology, New Zealand Dorota Dobija, Kozminski University, Poland Tajelsir Mohamed Gasmelseid, King Faisal University, Saudi Arabia Saikat Gochhait, Sambalpur University, India Christian Gottron, Technische Universitaet Darmstadt, Germany Adam Gurba, College of Management "Edukacja", Poland G. Harindranath, Royal Holloway University of London, UK Natasa Hoic-Bozic, University of Rijeka, Croatia Marlene Holmner, University of Pretoria Johannesburg, South Africa Leon Jakubów, Wrocław University of Economics, Poland Bożena Janda-Dębek, University of Wrocław, Poland Piotr Jarco, College of Management "Edukacja", Poland Anna Jasińska - Biliczak, Opole University of Technology, Poland Jerzy Józefczyk, Wrocław Technical University, College of Management "Edukacja", Poland Kalinka Kaloyanova, University of Sofia, Bulgaria Dorota Kanafa-Chmielewska, University of Wrocław, Poland Alicja Keplinger, University of Wrocław, Poland Ranjan Kini, Indiana University Northwest, USA Jarosław Klebaniuk, University of Wrocław, Poland Zdzisław Knecht, General Tadeusz Kościuszko Military Academy of Land Forces, Poland Andrzej Kobylinski, Szkoła Główna Handlowa, Poland Bogdan Jan Koprek, College of Management "Edukacja", Poland Alicja Kuczyńska, University of Wrocław, Poland

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Teresa Kupczyk, University of Business in Wrocław, Poland Christoph Lattemann, Jacob University Bremen, Germany Edward Łazor, University of Wrocław, College of Management "Edukacja", Poland Vasyl Lenko, Ivan Franko National University of L'viv, Ukraine Bianka Lewandowska, University of Wrocław, Poland Dung-Hai Liang, College of Health Sciences in Yuanpei University, China Helena Lindskog, Linkoping University, Sweden Xin (Robert) Luo, The University of New Mexico, USA Dagmara Łupicka-Szczęśniak, University of Wrocław, Poland Jerzy Maczynski, Społeczna Akademia Nauk, Poland Maria Madlberger, Webster University Vienna, Austria Dora Marinova, Curtin University, Australia Janusz Martan, Wrocław Technical University, College of Management "Edukacja", Poland Dolly Mastrangelo, USA Ani Matei, National School of Political Studies and Public Administration, Romania Ieva Meidute, Vilnius Gediminas Technical University, Latvia Bhimaraya Metri, International Management Institute (IMI), India Pratap C. Mohanty, Indian Institute of Foreign Trade, India Valter Moreno, Faculdades Ibmec, Brazil Barbara Mróz, University of Wrocław, Poland Przemyslaw Nowicki, University of Wrocław, Poland Piotr Oleśniewicz, Akademia Wychowania Fizycznego, Wrocław, Poland Celina M. Olszak, Uniwersytet Ekonomiczny w Katowicach, Poland Margherita Pagani, Bocconi University, Italy Grazyna Paliwoda-Pekosz, Cracow University of Economics, Poland Jacek Władysław Paluchowski, University of Wrocław, UAM University of Poznań, Poland Ján Paralic, Technical University of Kosice, Slovakia Krassie Petrova, Auckland University of Technology, New Zealand Wojciech Piotrowicz, University of Oxford, UK Ivana Poledňová, Masaryk University, Czech Republic Shana Ponelis, University of Wisconsin-Milwaukee, USA Alcina Maria Narciso Prata, Instituto Politecnico de Setubal, Portugal Jose-Antonio Robles-Flores, ESAN University, Peru Elena Rogova, State University – Higher School of Economics. St.-Petersburg Branch, Russia Gustavo Rossi, Universidad Nacional de La Plata, Argentina Carmen Savulescu, National School of Political Studies and Public Administration, Romania Ada Scupola, Roskilde University, Denmark Benjamin Shao, Arizona State University, USA Janice Sipior, Villanova University, USA Magdalena Ślazyk-Sobol, University of Wrocław, Poland Piotr Soja, Cracow University of Economics, Poland, Poland Letycja Sołoducho-Pelc, Wrocław University of Economics, Poland Ralph Sonntag, University of Applied Sciences, Germany Zdenka Stránská, Masaryk University, Czech Republic Maria Stras-Romanowska, University of Wrocław, Poland Frantisek Sudzina, Aarhus University, Denmark Jagoda Stompór-Świderska, University of Wrocław, Poland Mohammad Talha, King Fahd University of Petroleum & Minerals, Saudi Arabia Gurvirender Tejay, Nova Southeastern University, USA Michal Tkáč, The University of Economics in Bratislava (UEB), Slovakia Cristina Turcu, University of Suceava, Romania Cornel Turcu, University of Suceava, Romania Peter G. Underwood, University of Cape Town, South Africa Ajay Vinze, Arizona State University, USA Esra Wali, University of Bahrain, Bahrain Jaroslaw Wasinski, College of Management "Edukacja", Poland Richard Watson, University of Georgia, USA

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Miroslawa Wawrzak-Chodaczek, University of Wrocław, College of Management "Edukacja", Poland Vishanth Weerakkody, Brunel University, UK Krystyna Weglowska-Rzepa, University of Wrocław, Poland Sophia Jie Wei, City University of Hong Kong, Hong Kong Eli Weintraub, Afeka Tel Aviv College of Engineering, Israel Mieczysław Wodecki, University of Wrocław, College of Management "Edukacja", Poland Dietmar Wikarski, Brandenburg University of Applied Sciences, Germany Andrzej Wrona, College of Management "Edukacja", APATOR-RECTOR, sp. z. o.o Zielona Góra, Poland, Poland Andrzej Żołnierek, Wrocław Technical University, College of Management "Edukacja", Poland Jozef M. Zurada, University of Louisville, USA

Conference Secreteries Anna Kuzio, College of Management "Edukacja", Poland Aleksandra Kwiatkowska, College of Management "Edukacja", Poland

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5. Biographies of Contributing Authors Yousuf S. AlHinai is an Assistant Professor of Information Systems at the College of Economics and Political Sciences, Sultan Qaboos University, Oman. He is also the Assistant Dean for Training and Community Service in the college of economics. He completed his PhD in Information Systems from The University of Melbourne, Australia. Dr. AlHinai is experienced in both teaching, research and administration. He has a number of published and under-review conference and journal research papers. He continues to work with a recognized network of scholars and researchers in different countries.

Dr. Mazen Ali is an Assistant Professor at the Department of Information Systems, the University of Bahrain, Kingdom of Bahrain. He completed his MSc and PhD in Information Systems from the University of Melbourne, Australia. Prior to that, he obtained his Bsc in Business Information Systems from the Department of Information Systems, University of Bahrain. His main research areas are electronic commerce, adoption of information technology in developing countries, inter-organisational information systems, enterprise systems, knowledge management and supply chain management.

Carsten Brockmann is the managing director of the software research association and research assistant at the chair of business information systems and electronic government at the University of Potsdam. At the Americas Conference on Information Systems (AMCIS), he is a track chair for the Enterprise Systems track and a minitrack chair for the Enterprise Systems Adoption and Business Models minitrack. Further on, he is the secretary of the Special Interest Group on Enterprise Systems (SIGENTSYS). At the Hawaii International Conference on Information Systems (HICSS), Mr. Brockmann is a Minitrack chair on knowledge economics. Further on, he is organizing a symposium on the future of Enterprise Systems which will be conducted on the first day of the conference. Mr. Brockmann is a PhD candidate at the University of Potsdam. His thesis is on business models of software companies. Other areas of interest/research are knowledge management, IS strategy, enterprise architecture, SupplyChain-Management and IT in health care.

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Dorota Chmielewska-Łuczak – PhD in human sciences, is an Assistant Professor at the University of Wrocław (Institute of Psychology, Department of Developmental Psychology). Her main research interests include: - psychology of the Internet, changes of human behaviour and emotions in online relationships, social media and their role in the lives of individuals, social movements and in advertisement, psychological mechanisms characteristic of the Internet culture; - the functioning of contemporary adults, adolescents and children in the cultural space, psychological analysis of cultural phenomena, the role of culture in human development; - narrative psychology, cultural narratives and their influence on the individual. She participates in a longitudinal research project headed by Alicja Senejko and Zbigniew Łoś “Selected aspects of psychosocial development in the context of the globalisation process.” More information and the list of publications available on the following website: http://www.psychologia.uni.wroc.pl/?q=user/9. Assoc. Prof. Radoslav Delina Radoslav is focusing his activities on the research in the field of Information Society and the information and communication technology (ICT) impact on different socio-economic domains, e-business (esp. e-procurement, eCollaboration), data mining, risk management, innovative learning methods etc. He participated on and coordinated several EU (FP5,6,7, LdV) and national RTD projects. He was/is national expert for several EC initiatives as eBusiness w@tch e-Skills etc. He was/is a member of many international conference programme committees and reviewer in several international scientific journals. He is a project evaluator for national and international funding programmes, the financial expert for Slovak Republic in Horizon2020, the member of EU RTD Evaluation Network under DG Research and Innovation and the member of E-Business & E-commerce Steering Committee within ALADIN - ALpe ADria INitiative Universities’ Network. Beata Glinkowska Ph.D. of economic science faculty of management, University of Lodz Main scope of scientific interest: - alliances/fusions of business organizations; - process of creation and management of horizontal organisational structure; - internationalisation. international comapies - problems and management models. Member of Polish Economic Society (PTE) and TNOiK (Science Association for Oragnisation and Leading). Łukasz Haromszeki, Ph. D. He is an employee of the Human Resources Management Department at Wrocław University of Economics. Interdisciplinary educated specialist of human resource management. Research interests include: organizational leadership, management by values and business ethics, strategic human resource management, motivating people, activity of leaders in local communities. Author and co-author of over 30 scientific, popular science and specialized publications, including strategies for organizations from three sectors of Polish economy. Consultant and lecturer in training and investment projects mostly co-financed by European Union. He enjoys traveling.

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Dr Piotr Jarco – Worker of Higher School of Management "Edukacja" in Wrocław. Doctor of Economics specialized in social policy (graduated in Sociology and Economics). His scientific interests are focused on psychological and socio-economic determinants of activity (inactivity) in society. Lecturer of Sociology, Management of Human Resources as well as Work and Organizational Psychology. Author of more then 30 publications, coordinator of research and implementing projects in scope of social policy and sociology.

Anna Jasińska-Biliczak, Ph.D., graduated the Wrocław University, direction - law with the specialization administrative economic law. She defended the doctoral thesis in economics at the Economic-social faculty of Warsaw School of Economics. Expert organizations supporting sector of small and medium entrepreneurship as well as conditions and trends in local and regional development with particular reference to the sustainable development and innovation. Has a long-term experience in the Civil Service and the sector of small and medium enterprises. Research and publications in the field of starting-up and supporting the small and medium entrepreneurship, regional development, legal and economic changes. Prof. nadzw. dr hab. Bogusław Kaczmarek, University of Lodz, Faculty fo Management, chairmen of the management institute Main scope of scientific research: - organisational relations in business companies; - knowledge management; models and measurements of knowledge management; - strategic alliances; creating and managing of strategic alliances; - models of management; contemporary management concepts. Member of Polish Economic Society (PTE) and TNOiK (Science Association for Oragnisation and Leading). Since the bigening his scientific carrier was devoted to the University of Lodz, in which he gone through all academic levels. Dr Alicja Keplinger is a researcher and lecturer at the Institute of Psychology of Wrocław University. She is a member of Polish Association of Organizational Psychology and a board member of Lower Silesian Branch of the "National Forum for Lifelong Guidance" Association. Between 2008 and 2012 she held position of Vice Director of the Institute of Psychology of the University of Wrocław. Alicja is the author of over 50 scientific publications (published among others in University of Wrocław and ENETEIA) and delivers lectures and seminars on psychology of management, psychology of motivation and psychology of individual differences. She reviewed papers for ECMLG PROCEEDINGS 2010-2012 (ACI, Reading, UK) and Developmental Psychology 2012 (Poland) among many others. Her interests and research specializations are: organization and management, psychology of motivation, psychology of individual differences and ethos of behavioural problems in organization. Alicja acted as the conference chair for the 3rd, 4th and 5th Interdisciplinary Scientific Conferences "Man against mass social phenomena" hosted at the Univeristy of Wrocław, Poland. The topics included: "Faces of passivity" 1112 June 2007, "Femininity and masculinity - contexts (not) daily," 19-20 May 2008, "Transgressions, innovation and creativity" 18-19 May 2009.

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Jarosław Klebaniuk - Assistant Professor at the Institute of Psychology of the University of Wroclaw, journalist, novelist, editor of the quarterly "Social Psychology". He conducts research in the field of political psychology. He advocates greater social equality, enemy killing and eating humans and animals. Struggling with grief, writes about psychology, politics, books, films and theater productions. He published several scientific articles, authored five books, among others. "The phenomenon of social inequality" and "Faces of inequality." Is the editor of the journal "Social Psychology" and Lewica.pl portal. His short fiction appeared in such in the "Accent", "Frazier", "Borderland" and "Lamp". Teresa Kupczyk PhD in Economic Sciences and Management. Graduate of Wrocław Technical University, Department of Management and Computer Science as well as Wrocław University of Economics (Executive MBA). Other postgraduate studies include "European Vocational Counsellor", "European Project Management", and Washington Professional Development Program (2010) and School of Professional & Extended Studies (2012) at American University in Washington, USA. Many years of experience in business management, position of director of post-graduate studies and research projects. Presently adjunct (assistant professor) in the Department of Management and Vice-Rector for academic affairs and research at Wrocław Business University. Author of books and other publications in the field of management. Specializes in issues of women in management and demand for qualifications in the job market. Anna Kuzio M.A.: studied English at Wrocław University, Ph.D. studied English at Adam Mickiewicz University in Poznań. Research interests: intercultural communication, critical discourse analysis, pragmatics, rhetoric, persuasion and manipulation. Assistant Professor at College of Management "Edukacja" in Wrocław (Poland).

Tom Kwanya is a Knowledge Management specialist with several years of practical experience. He has developed and implemented Knowledge Management strategies, conducted knowledge audits, developed models and frameworks for knowledge elicitation and representation, and conducted knowledge management capacity building and mentoring consultancies in the South, East, West and Horn of Africa regions. He has also taught as a part-time lecturer of knowledge and information management, organizational communication and public relations in several public and private universities in Kenya. His areas of research interest include social networking and media, innovation in research libraries, knowledge management, public relations in libraries and public information. He is a published author of peer-reviewed journal articles and one book. He holds PhD in Information Studies from the University of KwaZulu-Natal in South Africa.

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Angelika Lewandowska - a graduate of the University of Technology in the Department of Computer Science and Management (degree: Master of Management), currently continuing her studies at the other direction, engineering studies at the Faculty of Mechanical Engineering (Major: Management and Production Engineering), in October 2013 plans to continue her education on doctoral studies. In 2007 she was a Fellow of the Prime Minister's scientific achievements and extracurricular activities. She received the Mayor of Legnica awards for achievements in science in the period of study in secondary school every year. Moreover, she received a scholarship achieved high scores in science and sport throughout the study period. In addition to the scientific activities, involved in sports and ballroom dance. She has the highest international dance class S in latin style and the highest national dance class A in standard style. Bianka Lewandowska - PhD with a specialization in psychology. She graduated from the Institute of Psychology at the University of Wroclaw. In the years: 1993 - 2003 Bianka worked at the Institute of Economic and Social Sciences University of Technology, and since October 2003, in the Department of Clinical and Health Psychology, Institute of Psychology at the University of Wroclaw. Her professional activities outside the university: to design and conduct workshops and individual counseling psychology in supporting personal development and communication. Current area of her research interest is psychology of the body - the experience of corporeality, identity processes and emotions and somatic health, the possibility of psychological support prevention and treatment of diseases. Research: Determinants of psychological adaptation to chronic illness for example endometriosis. Helena Lindskog Adjunct professor in industrial marketing and industrial economy with a special focus on public procurement at Department of Management and Engineering, Linköping University, Sweden. Engineer on electronics from Technical University in Warsaw, Bachelor of Arts in languages, comparative religion, history and literature from Stockholm University; long experience from both private (responsible for market introductions and training at Ericsson, as adviser, expert and consultant at HelDag AB) and public sectors (technical director and secretary in governmental commissions), PhD in Technology at Linköping Technical University. Monika Łobaziewicz Doctor of Economics, engineer. She joins science and practice. Since 2003 she has been working at the John Paul II Catholic University of Lublin, sharing the business experience with students during the lectures. For several years, she has been associated with the IT industry as the consultant and scientist project manager in the area of integrated management systems, B2B platforms. She has the great knowledge of business process management established 10 years' experience. The author of number of publications related to business processes efficiency supported by innovative ICT solutions.

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Zbigniew Łoś – psychologist, PhD in human sciences, is an Assistant Professor in the Faculty of Historical and Pedagogical Sciences at the University of Wrocław. He has developed his own theory assuming that the psychological organisation of human beings consists of four evolutionarily shaped functional layers which may be subject to progressive development throughout four periods of human life. He is now engaged in research aiming to falsify this theory. In particular, the research examines the mutual relations between the traits of temperament, adaptation patterns, lifestyles and worldviews, as well as the significance of socialisation determinants (family, peer and cultural). His main publication is “Life-long psychological development of human beings” (2010, a monograph). He has supervised thirty-six Master’s theses. Prof. dr hab. Engineer Jerzy Łunarski (ur.1937) Rzeszów University of Technology professor employed at the Faculty of Management and the Committee of Experts of the Institute of Mechanised Construction and Rock Mining in Warsaw. Editor-in-Chief of the quarterly Science and Technology "Technology and Automation Installation" and a member of the Technical Committee of PKN "Quality Management". Research activities related to technology, equipment and management technology. He published more than 500 scientific articles, four scientific monographs, six academic books, 18 scripts and obtained 22 patents (including seven independent). Doc.dr inż.Aiman Gabdulina an employee kazakhstan im.K.I Satpujewa National Technical University in Almaty, a specialist in the field of metal processing technology, employed at the Institute of Mechanical Engineering. Dr. Olivera Marjanovic received her PhD (Information Systems) from the University of Queensland, Australia and is currently working for The University of Sydney Business School. She has over 23 years of experience in industry and academia, and has published over 130 fully refereed conference and journal publications. Through her applied research Olivera seeks to link data and business analytics, knowledge-intensive business processes, services, human knowledge and technology in business, government, co-operatives and non- profit organizations, aiming to assist them in effectively managing IT-enabled organizational innovations. Olivera has held visiting Professor positions at Inria/Loria Institute (France), University of Duisburg (Germany) and Arizona State University (USA). Janusz Martan was born 1 April 1950. in Wrocław. In 1973 he completed a degree in electronics at the Technical University of Wrocław. In 1977 he received his PhD ("Investigation of ion extraction conditions on the parameters of ion beam."). In 1997, obtained post-doctoral degree ("Modeling of the concentration distribution of implanted ions in solidstate"). In 2004, transfers from the Faculty of Microsystem Electronics and Photonics to the Department of Computer Science and Management. Since 2005, the exercises the function of the vice-dean.. His research covers the field of the production of molding and applications of ion beams, ion implantation and fractal calculus applications in various fields of science and knowledge.

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Ing. Miroslava Packová is entering the PhD. program at the Faculty of Economics of Technical University in Košice in year 2012. As a part of the Socrates/Erasmus Program she spent one semester of the master’s studies at the University of Wuppertal. Her dissertation work is focused on bankruptcy prediction models with the aim to create new models evaluating current and future financial performance (situation) of the the companies when using artificial intelligence and data mining methods. In order to conduct research study focused on bankruptcy prediction model validation on German companies, she spent 3 months in Berlin this year. She has been participating on international international project CentraLab. Grażyna żyna Paliwoda Paliwoda-Pękosz is assistant professor in the Department of Computer Science at the Cracow University of Economics (Poland). She holds a PhD in economics from the Cracow University of Economics and MSc in Computer Science and Mathematics from the Jagiellonian University of Cracow (Poland). Her current research focuses on Semantic Web technologies with a special attention to ontology similarity measures. She has published a number of articles connected with with Semantic Web technologies. Dr. Paliwoda-Pękosz Paliwoda kosz has a few years of industry experience in enterprise software development and implementation. Barbara Mróz, Mróz, professor at the University of Wrocław in Psychology. She lectures at the Institute of Psychology, Psychology, UWr. She has prepared several projects regarding personality psychology, including a personality study of outstanding Polish actors, a study of personality of managers, and papers on axiological issues concerning personally and professionally successful success people. She has authored many scientific books and works on psychology: Personality of outstanding Polish actors. A study of generations differences (2008); A sense of life quality among senior managers. Personality and axiological determinants (2011); Functioning in the Workplace. Quantitative and Qualitative Psychological Research (2012). PhDr. Ivana Poledňová, Poled CSc. Research methods in psychology, Methodology of Psychology, Psychodiagnostics, Theories of Personality, Psychology of Motivation. In the he past eight years the project proposer is working on the Institute for Research on Children, Youth and Family. This institute is part of Psychology Department on the Faculty of Social Studies at Masaryk University in Brno and its main interest is long-term long rm research on children, youth and their families. Research institute is taking part on unique European project (coordinated by the Institute of Child Health University of Bristol, Great Britain) called ELSPAC (The European Longitudinal Study of Pregnancy and Childhood). The project proposer research activities within the Institute are focused on these areas: vocational plans in adolescence in relation to the self-concept self and achievement motivation, career development, cognitive development and professional training. In the year 2009 she was the editor of monograph Sebepojetí dětí d tí a dospívajících v kontextu školy (Self-concept (Self of children and adolescents in the school context), Brno, MU. Several years she cooperates in the research activities of the Institute Institute of Psychology of the University of Wrocław,, Poland. One of the results of this cooperation is her contribution to the polish monograph on aggression Zachowania agresywne dzieci i młodzieży młodzie y (Aggressive behavior in children and youth), Warsaw, Difin 2013.. As the author of several psychodiagnostic methods she cooperates long term with the Psychodiagnostika Brno publishing. publishing

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Marta Rackiewicz I am a PhD student at the Wrocław University of Technology. Concurrently, I work as a Financial Regulations Analyst in Credit Suisse Poland. I hold Masters' degree in International Relations from the Wrocław University of Economics and Masters' degree in European Parliamentary Studies from the University of Leeds. My professional experience includes working in the parliamentary office of English Member of the European Parliament and as a lobbyst for the European Aggregates Association in Brussels. My research interest are organizational structures, organizational complexity and risk management Elena Rogova – Doctor of Science in Economics, Professor Elena Rogova had graduated from the Leningrad Institute of Economics and Finance in 1991. She had her post-graduate degree at the same institution in 1995 and the Doctor degree at the State University of Economics and Finance (St.-Petersburg) in 2006. Her thesis was devoted to financial issues of technology transfer processes in innovation-based companies. Since 2006 she has a position of a professor and the head of the chair of Financial Markets and Financial Management in National Research University Higher School of Economics (St.-Petersburg campus). Her academic interests are in the sphere of Innovation Management and Finance.

Carmen Savulescu is assistant professor at the Faculty of Public Administration, National School of Political Studies and Public Administration, Bucharest, Romania. Her research focuses on topics related to e-government, ICT policies and strategies, digital administration. She has been involved in accomplishment of European and national research projects.

Alicja Senejko, Dr hab. from Institute of Psychology, Wrocław University. Her scientific interests is focus on the three topics.1/Psychological defence and development. She is an author of the Function-action approach to defence activity. Her questionnaire PSPDQ (Psychic and Psychosocial Defences Questionnaire) diagnoses threats and defences among adolescents and adults.2/Psychology of adolescence: she is a coauthor the monography: Psychology of adolescence. Developmental changes in the era of globalization (2013, PWN). 3/ Psychology of globalization. She is a coauthor (with Zbigniew Łoś) The World and I Questionnaire (WIQ), which is created to diagnose attitudes toward globalization.Dr hab Alicja Senejko is an author of 3 monographs, and 41st articles. She is a member of PTP (Polish Psychological Association), European Association for Research on Adolescence (EARA), and International Society for the Study of Behavioral Development (ISSBD).EARA and ISSBD.

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Piotr Soja is assistant professor in the Department of Computer Science at the Cracow University of Economics (CUE), Poland. He holds a postdoctoral degree (habilitation) and Ph.D. in economics from CUE. He also holds an M.B.A. from the School of Entrepreneurship and Management at CUE in association with the University of Teeside, UK. He has over eight years of industry experience as an ERP consultant, system analyst and software developer. His research interests include enterprise systems adoption, ICT for development, and inter-organizational integration. Piotr has published in Enterprise Information Systems, Industrial Management & Data Systems, Information Systems Management, and Production Planning & Control, among many other journals, as well as in numerous conference proceedings such as AMCIS, HICCS, ICEIS, and ISD. PhDr. Zdenka Stránská, Ph.D. works as an assistant professor at the Department of Psychology of the Faculty of Arts, Masaryk University in Brno. He teaches educational psychology, school psychology, didactics of psychology, psychology for teachers and general psychology. Her research has focused on the issue of motivation for learning, boredom, fear, anxiety and stage fright at school, learning styles of students, school success of pupils, students' creativity, teacher's personality, etc.

Katarzyna Tworek was born in Wrocław in 1986. She received her Master of Science degree in Management at Wrocław University of Technology in 2009. Since then, she is a PhD Student at Wrocław University of Technology. Her dissertation is about information technology and its influence on organizational structure. Her research also includes description of new ways for measuring technology acceptance in organizations in order to help them increase the advantage coming from information technology usage. Jarosław Wąsiński – Lecturer in the College of Management "Edukacja"; Doctor of economics; Alumnus of The Warsaw School of Economics, Auditor/ Lead Auditor ISO 9000 series QMS and ISO 27 001 (about 500 audits and expert opinions in UE); Trainer; Eleven years of experience in the implementation of management systems such as ISO 9001, ISO 27 001, ISO 22 000, HACCP, BRC, IFS; Originator of technology projects in companies and industrial restructuring.

Krystyna Węgłowska-Rzepa,PhD in psychology, an employee of the Institute of Psychology at the University of Wroclaw, a member of the Polish Association of Analytical Psychology and the trainee on Jungian analyst at the International Association for Analytical Psychology. Beyond scientific and didactic work at the Institute of Psychology UWr, runs a private psychotherapy practice. She participates in many national and international conferences and training related to psychology and the social sciences. Her interests and research focus on personality psychology, the influence of significant events and experiences for the development of individuals in the course of life, psychoanalysis and neuroscience. She has numerous publications.

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Piotr Woźniak – Lecturer in the School of Higher Vocational Education in Nysa; Doctor of economics; Alumnus of The Warsaw School of Economics, Auditor/ Lead Auditor ISO 9000 series QMS and ISO 27 001 (about 500 audits and expert opinions in UE); Trainer; Eleven years of experience in the implementation of management systems such as ISO 9001, ISO 27 001, ISO 22 000, HACCP, BRC, IFS; Originator of technology projects in companies.

Tomasz Żminda Researcher, Doctor of Economics, engineer. He is the adjunct with the Faculty of Management of Lublin University of Technology where he has been working since 2005. In 2012 he graduated PhD on Częstochowa University of Technology. Area of interests: innovation in enterprises, innovation policy, inter-organizational linkages, clusters. He participated in 5 research projects and in 2 regional projects related with the regional development of innovation. He is the author and co-author about 30 science papers which 9 of them were published in Greece, Romania, Ukraine, Japan, Slovakia and Russia.

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6. Papers

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Introduction

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ICTs for Competitive Advantage in Emerging Economies

Information and Communication Technologies for Competitive Advantage in Emerging Economies: Analysis of Research by Narcyz Roztocki, State University of New York at New Paltz, [email protected] Heinz Roland Weistroffer, Virginia Commonwealth University, [email protected]

ABSTRACT Information and Communication Technologies (ICT) play a vital role in gaining and maintaining competitive advantage. In this study, we analyze twenty-two papers presented at the International Conference on ICT Management for Global Competitiveness and Economic Growth in Emerging Economies – ICTM 2012 hosted in Wroclaw, Poland. This analysis provides valuable insights into the role of ICT in emerging economies as compared to highly developed economies, as ICTM 2012 hosted authors from a wide range of both developed and developing countries. Keywords: Emerging Economies, Information and Communication Technologies, Literature Review, Transition Economies INTRODUCTION Emerging economies refers to countries with relatively low absolute, but fast and continuously growing, per capita income (Roztocki and Weistroffer 2008; Roztocki and Weistroffer 2009). Typically, emerging economies possess administration dedicated to development and economic liberalization. However, even though ICT plays a vital role in this development process in emerging economies, research in ICT in the context of emerging economies is very underrepresented in mainstream information systems (IS) research. In order to help narrow this gap in IS research, we analyze papers published in the Proceedings of the International Conference on ICT Management for Global Competitiveness and Economic Growth in Emerging Economies (ICTM 2012) hosted in Wroclaw, Poland, September 17-18 2012.

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ICTs for Competitive Advantage in Emerging Economies

Papers from such a conference, dedicated to this specific topic area, provide a unique opportunity for analyzing trends in the application and research in the field for several reasons. For one, papers are more current than papers that have gone through a long reviewing process, as is typical for academic journals, often taking several years, and thus conference papers are more representative of currently researched topics. And secondly, such a conference specifically attracts authors from emerging economies, particularly when the conference is held in an emerging economy, like Poland. The main research question guiding our analysis is “What is the current landscape of research on ICT for global competitiveness in emerging economies?” The remainder of our paper is structured as follows. After this introduction, we first provide a brief overview of the topic of ICT in emerging economies as a backdrop to our analysis. Next, we describe our methodology and introduce a framework for our analysis. We then present the content of our analysis, and follow that with a discussion of our findings and the implications thereof. We conclude our paper with a synopsis of this study and an outlook for future research. INFORMATION AND COMMUNICATION TECHNOLOGIES IN EMERGING ECONOMIES While there is only limited academic research on ICT in developing and emerging countries, there is a wealth of practical experience. This practical experience has been largely disregarded by main stream IS research, as much scholarship is still based on the assumption that the best practices derived from developed countries can also be successfully applied in the very different business environments of developing and emerging economies. Looking at successful ICT implementations and examining the specific factors that contributed to success or failure in emerging economies may avoid future missteps and misdirected efforts. Much of the mainstream IS research applies theories and models that assume a predictable business environment, with emphasis on long-term strategic planning and hard data. However, the business reality in many emerging economies is less predicable and long-term strategic planning is difficult, as hard data is often lacking. Furthermore, rigid long-term strategy may not always be the best approach, as unexpected hurdles and opportunities may arise. Thus, unlike managers in developed countries, business leaders in developing and emerging economies must repeatedly redefine their business models and apply flexible and often incremental business strategies (Kozminski 2008).

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Typically, emerging economies have a substantial rising middle class population, resulting in rising demand for products and services, and thus creating new business opportunities for domestic industries, but also draw the attention of global competitors. In general, firms in emerging economies tend to be younger than their counterparts in developed economies, with many new business start-ups. Companies in emerging economies generally have fewer resources to build on (Hitt, Dacin, Levitas, Arregle and Borza 2000). In emerging economies, ICT is often seen as a communication and collaboration-enabling tool that can compensate for a scarcity of other resources. The objectives for ICT investments in developed countries are often intended as a substitute for expensive human labor (Bingi, Leff, Shipchandler and Rao 2000), but in emerging economies where labor costs are relatively low and capital is short, technology may rather be intended to compensate for an otherwise poor infrastructure. METHODOLOGY AND ANALYTICAL FRAMEWORK Initially, all submissions published in the proceedings of the International Conference on ICT Management for Global Competitiveness and Economic Growth in Emerging Economies (ICTM 2012) were reviewed for their suitability to our study. Since our objective was an indepth analysis of the research reported, we decided to only use full papers in our analysis, while omitting abstract-only submissions. We also excluded several papers that were too technical and some that had only a weak link to ICT. In addition, we excluded one literature review paper. Our analysis of the remaining twenty-two papers was conducted in three major steps. In essence, we followed the analytical model proposed by Roztocki and Weistroffer (2012), which is based on the analytical framework for literature review developed by Wiener et al. (2010). First, we examined the papers for their research focus. In this context, we identified the country that the research related to, looked at ICT issues addressed in the papers, and tried to identify the specific objectives of the research. In the second step of our analysis, we identified the research approaches the authors took in their work, as well as the data sources, analysis methods, and the units of analysis (e.g. individual, company, or country). Finally, in the third step, we examined the papers for their theoretical foundation and any theories or frameworks the authors applied. Our analytical framework is summarized in Figure 1.

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ICTs for Competitive Advantage in Emerging Economies

Perspectives

Outcomes

Research Focus Focus of Investigation Country ICT issue

Research Approach Data source Unit of analysis

Observations Literature on Information Technology in Emerging Economies Papers presented at the International Conference on ICT Management for Global Competitiveness and Economic Growth in Emerging Economies – ICTM 2012

Theoretical Foundation

Themes and trends in the existing literature Areas of consensus or disagreement Actionable results

Gaps and Opportunities for Future Research

Theory Framework

Figure 1. Analytical Framework – Perspectives and Outcomes (Adapted from Wiener et al. (2010) and Roztocki and Weistroffer (2012)) ANALYTICAL PROCESS AND RESULTS Research Focus In the first step of our analysis we examined the twenty-two papers for their research focus. We determined the country that was the main focus of the investigation and we conducted an analysis of keywords included in the papers. In total, authors provided one hundred keywords, varying from two keywords to seven keywords for individual papers. Besides keywords that described the location of the study or reference to emerging/transition economy, the most commonly repeated keywords were “RIFD” and “innovation. “ In addition, we examined the papers using the ICT issues classification proposed by Roztocki and Weistroffer (2009), as shown in Table 2. The results of this analysis are summarized in Tables 1 and 2.

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Author(s)

Focus of Investigation

Country/Region

Al Mosawi and Sahraoui (2012)

Education in emerging economies

Bahrain

Ali and AlHinai (2012)

Education in emerging economies

Bahrain

Diaz Andrade et al. (2012)

Crime in emerging economies

Peru

Haromszeki and Jarco (2012)

ICT Leadership in emerging economies

Poland

Jarco (2012)

Professional career in emerging economies

Poland

Kowal (2012)

Statistical methods in ICT research in emerging economies

Not specified

Kwanya et al. (2012)

Technology adoption in libraries

Kenya and South Africa

Lee et al. (2012)

Transformative role of ICT in emerging economies

Central and Eastern Europe; Latin America

Leniartek (2012)

Tourist industry in emerging economies

Poland

Matei and Savulescu (2012)

Impact of ICT on economic growth

27 EU countries

Mrowka (2012)

Innovation in emerging economies

Poland

Riedel and Sonntag (2012)

Contribution of social media to human and social capital

Multiple

Rohatynski (2012)

Reverse logistic in emerging economies

Not specified

Soja and Paliwoda-Pekosz (2012)

Enterprise system (ES) live cycles: emerging vs. developed economies

Poland

Soloducho-Pelc and Radomska (2012)

The effect of human capital on competitive advantage in emerging economies

Poland

Sultanow et al. (2012)

Delivery of drugs

Not specified

Tan, Deng, Yang and Chen (2012a)

E-Government

China

Tan, Tan and Tan (2012b)

Implementation of electronic legal system

Singapore

Turcu and Turcu (2012)

Traceability platforms

Not specified

Tusanova and Paralic (2012)

Software as service

Not specified

Wali (2012)

Education in emerging economies

Bahrain

Wei et al. (2012)

Supply chain management in emerging economies

China

Table 1. Focus of Investigation

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ICT Issue

ICTs for Competitive Advantage in Emerging Economies

Explanation

Papers in our Sample

Adoption and Diffusion

Selection of particular ICT for use by individuals, organization, or country

(Diaz Andrade et al. 2012; Lee et al. 2012; Riedel and Sonntag 2012; Soja and PaliwodaPekosz 2012; Tan et al. 2012a; Turcu and Turcu 2012; Tusanova and Paralic 2012; Wei et al. 2012)

Strategy

Creation of a plan for using ICT to achieve a specific goal

(Al Mosawi and Sahraoui 2012; Leniartek 2012; Matei and Savulescu 2012)

Planning and Design

Creation of particular ICT

Implementation

Execution of a plan to use a particular ICT

Service

Creating of intangible ICT commodities

Management

Using available resources efficiently and effectively to provide ICT

Security

Protection of ICT assets

Economics

Generation, distribution, and consumption of ICT assets

Impact on Organizations and Society

Effect of ICT on individuals, individuals, organization, or countries

Sourcing

Procurement of ICT services

Other Topics

Papers not fitting the above categories

(Ali and Alhinai 2012; Jarco 2012; Kwanya et al. 2012; Mrowka 2012; Soloducho-Pelc and Radomska 2012; Sultanow et al. 2012; Tan et al. 2012b; Wali 2012)

(Haromszeki and Jarco 2012)

(Kowal 2012; Rohatynski 2012)

Table 2. Classification of ICT Issues

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Research Approach In the second step of our analysis we examined all papers for source of data and unit of analysis. The results of our investigation are depicted in Table 3. Author(s)

Source of Data

Unit of Analysis

Al Mosawi and Sahraoui (2012)

Experiment (students in class room)

Organization

Ali and AlHinai (2012)

Experiment (students in class room)

Organization

Diaz Andrade et al (2012)

Research-in-progress – planned interviews

Country

Haromszeki and Jarco (2012)

Secondary data (e.g. on-line reports)

Country

Jarco (2012)

Survey; secondary data (e.g. on-line reports, research reports)

Country

Kowal (2012)

Not applicable – recommendations derived from literature review

Not applicable

Kwanya et al (2012)

Survey

Country

Lee et al (2012)

Publicly available databases

Country

Leniartek (2012)

Case study

Country

Matei and Savulescu (2012)

Databases (e.g. Global Competitiveness Reports)

Country

Mrowka (2012)

Secondary data (e.g. on-line reports, research reports)

Organization

Riedel and Sonntag (2012)

Not applicable – conceptual paper

Country

Rohatynski (2012)

Not applicable – conceptual paper

Country

Soja and Paliwoda-Pekosz (2012)

Literature analysis; interview

Country

Soloducho-Pelc and Radomska (2012)

Survey

Organization

Sultanow et al. (2012)

Not applicable – conceptual paper

Organization

Tan, Deng, Yang and Chen (2012a)

Website analysis

Country

Tan, Tan and Tan (2012b)

Interviews, questionnaire

Country

Turcu and Turcu (2012)

Not applicable – review

Organization

Tusanova and Paralic (2012)

Not applicable – conceptual paper

Organization

Wali (2012)

Experiment (students in class room)

Organization

Wei et al. (2012)

Survey

Country

Table 3. Research Approach

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Theoretical Foundation In the third step, we examined the papers for theories and frameworks applied. The results are displayed in Table 4. Theory/Conceptual Foundation

Application of Theory/Framework

Papers

Actor-network theory

Explains the use of IT in the workplace

Diaz Andrade et al (2012)

Concept of media literacy

Explains the creation of media content

Riedel and Sonntag (2012)

Concept of the tipping point

Describes the spread of information

Riedel and Sonntag (2012)

De Freitas and Oliver (2006) framework

Explains the learning process

(Ali and Alhinai 2012)

DOI: Diffusion of Innovation

Provides technological factors

Wei et al. (2012)

Endogenous growth theory

Explains impact from ICT

Lee et al (2012)

Habermas's communicative competence

Explains the communication process

Riedel and Sonntag (2012)

Theory of social capital

Explains collaboration

Haromszeki and Jarco (2012)

TOE: Task-OrganizationEnvironment

Explains the RFID assimilation processes

Wei et al. (2012)

Total cost of ownership

Explains the decisionmaking process

Tusanova and Paralic

Remarks

Related to Soja and Paliwoda-Perkosz (2012)

Table 4. Theoretical Foundations FINDINGS AND IMPLICATIONS Observations As may be expected, many of the papers are by authors from Poland, the conference venue being in Poland. Somewhat surprising is the diversity of the remaining authors, coming from Bahrain, China, Peru, and Singapore, in addition to the USA and Western and Eastern Europe. Also interesting is that many papers focus on the country level as the unit of investigation, following by the organization level in frequency. The individual as unit of analysis is rare. Many of the papers are non-empirical research, based mainly on ideas, frameworks, and speculations rather than on systematic observations. Though several of the papers do use observations and hard data, such as government reports and statistics, these data play mostly a supporting role, thus these papers can be classified as non-empirical according to Alavi and Carlson (1992).

Moreover, many of the non-empirical papers may be described as

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“illustrative” according to Alavi and Carlson (1992) and intended to guide praxis and give recommendations and focus on “what” and “how” instead of “why.” Also. use of established theories is modest in the research presented at ICTM 2012. We were able to identify only ten theories and frameworks. There seems to be consensus that management of ICT is different in emerging economies from developed countries. Some of the results presented suggest that modern technologies such as “RFID” are highly useful to improve operational efficiency in emerging economies. Innovation seems to be the key to improving competitiveness in emerging economies; four papers used “innovation” or “innovation diffusion” as keywords. Also, e-government initiatives may help to improve governmental efficiency. Haromszeki and Jarco (2012) found that people who use the Internet are more proactive. Some other specific recommendations made include making better use of statistics in IS research (Kowal 2012) and increase empirical research in the context of emerging economies. Mostly observations are reported in the papers presented at ICTM 2012, but most fail to clearly formulate and provide actionable recommendations. Gaps and opportunities for future research Our observations show little empirical research conducted in the context of emerging economies, and little use of established theories as a basis for research. It may be that many of the established theories are not that useful in explaining ICT implementation and use in emerging economies, and indicate an opportunity to develop new theories that are better applicable in the context of ICT in Emerging Economies. Also, only a modest number of papers focus on individuals as the unit of analysis, possibly providing further opportunities for future research. For example, it may be interesting to investigate employee competencies and the impact on promotions and compensations. Much of the reported research seems to be conducted in isolation, and comparisons across multiple, similar countries are rare. It may be interesting to investigate what is really “typical” for a country and what is similar to a group of countries with similar culture or demographics.

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None of the papers used “IT management” or “management” as a key word; however two papers used “IT leadership” (Tan et al. 2012b) and “local leaders” (Haromszeki and Jarco 2012). This may be an indication that authors feel that management in the traditional, western context is not able to cope effectively with the problems and obstacles in emerging economies. This may be another topic that deserves further academic attention and future research. LIMITATIONS AND CONCLUSIONS Our findings are based on only twenty-two papers presented at the ICTM 2012 conference, making any general conclusions to be viewed cautiously. However, the specific focus of the conference, the location of the conference in an emerging and transition economy, and the diversity of the participants seem to make the scholarship from this conference particularly interesting for indications of trends in ICT research in the context of emerging economies. For future expansion of our analysis, we may compare the findings from this conference to research on ICT in emerging economies presented at other conferences, like the ICT for Global Development track (SIGGlobDev) at the Americas Conference on Information Systems (AMCIS), or one of the SIGGlobDev workshops. REFERENCES Al Mosawi, A. and Sahraoui, S. (2012) How to Engage Students with Diverse Computing Backgrounds in the Learning Process?, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 337-346. Alavi, M. and Carlson, P. (1992) A Review of MIS Research and Disciplinary Development, Journal of Management Information Systems, 8, 4, pp. 45-62. Ali, M. and Alhinai, Y.S. (2012) Assessing the Use of Computer Role-play Games in Classrooms, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 121-136. Bingi, P., Leff, L.G., Shipchandler, Z.E. and Rao, S. (2000) Critical IT Implementation Issues in Developed and Developing Countries, Information Strategy: The Executive's Journal, 16, 2, pp. 25-34. Diaz Andrade, A., Morales Tristan, O. and Robles Flores, J.A. (2012) Law, Order and Information Technology: The Peruvian National Police Corps, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 183-193.

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Haromszeki, L. and Jarco, P. (2012) Create a Proactive Attitude by Using ICT among Local Leaders in Developing Countries, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 194-213. Hitt, M.A., Dacin, T.M., Levitas, E., Arregle, J.-L. and Borza, A. (2000) Partner Selection in Emerging and Developed Market Contexts: Resource-Based and Organizational Learning Perspectives, Academy of Management Journal, 43, 3, pp. 449-467. Jarco, P. (2012) Monitoring the Career Paths of the University Graduates as the Quality Instrument in Education, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 370-391. Kowal, J. (2012) Selected Theoretical and Practical Aspects of Statistical Methodology of Qualitative Research in Information Systems, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 27-41. Kozminski, A.K. (2008) Anatomy of systemic change Polish management in transition, Communist and Post-Communist Studies, 41, 3, pp. 263-280. Kwanya, T., Stilwell, C. and Underwood, P. (2012) Techno-Stress and Techno-Lust: Coping Mechanisms among Academic Librarians in Eastern and Southern Africa, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 302-313. Lee, G., Shao, B. and Vinze, A. (2012) Socioeconomic and Sociopolitical Transformations Through Information and Communication Technologies: Evidence from Transition Economies, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 137-160. Leniartek, M.K. (2012) Communication Noises in the Tourist Sphere, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 286-301. Matei, A. and Savulescu, C. (2012) Empirical Analysis of ICT, Economic Growth and Competitiveness in the EU, Proceedings of the International Conference on ICT Management (ICTM 2012), Wroclaw, Poland, September 17-18, 2012, pp. 42-58. Mrowka, M. (2012) Strategy of Development of Innovative Clusters in Silesia Regional Economy, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 410-416. Riedel, J. and Sonntag, R. (2012) How Social Media Contribute to Human and Social capital, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 77-87.

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Rohatynski, R. (2012) Reverse Logistics as a Solution to Growing Waste, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 392-409. Roztocki, N. and Weistroffer, H.R. (2008) Information Technology Investments in Emerging Economies, Information Technology for Development, 14, 1, pp. 1-10. Roztocki, N. and Weistroffer, H.R. (2009) Research Trends in Information and Communications Technology in Developing, Emerging and Transition economies, Roczniki Kolegium Analiz Ekonomicznych (Annals of the Collegium of Economic Analysis), 20, pp. 113-127. Available at SSRN: http://ssrn.com/abstract=1577270. Roztocki, N. and Weistroffer, H.R. (2012) Information Technology Research Trends in Transition Economies, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 17-26. Soja, P. and Paliwoda-Pekosz, G. (2012) Problems in Enterprise System Implementation Across the System Lifecycle: Transition versus Developed Economies, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 88-100. Soloducho-Pelc, L. and Radomska, J. (2012) The Role of Human Capital in Creating Competitive Advantage Based on Technology, Proceedings of the International Conference on ICT Management (ICTM 2012), Wroclaw, Poland, September 17-18, 2012, pp. 161-182. Sultanow, E., Brockmann, C. and Cox, S. (2012) An Integrated Model for Pharmaceutical Supply Chain Security through IT, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 274-285. Tan, M., Deng, X., Yang, Q. and Cheng, C. (2012a) An Investigation of e-Government Services in China, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 59-76. Tan, M., Tk Tan, M. and Tan, H. (2012b) Digitizing the Legal System: The Process Intervention, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 314-334. Turcu, C. and Turcu, C. (2012) Emerging Technologies for Traceability Platforms Design, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 233-246. Tusanova, A. and Paralic, J. (2012) A Comprehensive Framework for Software as a Service Adoption, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 347-356. Wali, E. (2012) Encouraging Students to Engage in Discussion Boards: A Case Study in the University of Bahrain, Proceedings of the International Conference on ICT Management

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(ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 357-369. Wei, J., Lowry, P.B. and Seedorf, S. (2012) A Stage-Based Model for RFID Assimilation Processes by Supply Chain Participants in China, Proceedings of the International Conference on ICT Management (ICTM 2012) (J. Kowal and N. Roztocki, Eds), Wroclaw, Poland, September 17-18, 2012, pp. 101-120. Wiener, M., Vogel, B. and Amberg, M. (2010) Information Systems Offshoring—A Literature Review and Analysis, Communications of the Association for Information Systems, 27, Article 25.

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Chapter 1 Methodology, Psycho-Social Aspects and Educational Systems and ICT Management in Emerging and Transition Economies (1)

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Conscious and unconscious influences in Internet advertising

Kowal and Wegłowska-Rzepa

CONSCIOUS AND UNCONSCIOUS INFLUENCES IN INTERNET ADVERTISING IN TRANSITION ECONOMIES Jolanta Kowal University of Wrocław [email protected]

Krystyna Węgłowska-Rzepa University of Wrocław [email protected]

ABSTRACT We examine the effect of archetypal symbolism in reception of information technology educational services Internet advertising, in Poland, a transition economy. This study sought to answer questions regarding subconscious effect of color and symbolic incentives and susceptibility to social influence methods for Internet users - consumers, based on a knowledge of the unconscious patterns and methods of social influence in the light of analytical psychology. Various aspects of the unconscious and conscious effects of archetypal symbolism in educational services Internet advertising reception are investigated. The necessary data is collected by an enhanced and structured interview web, combining elements of qualitative research and structured survey conducted among 52 IT specialist in different regions of Poland. The results of this survey indicate that in transition economies conscious logical and informed assessment of aesthetics, value, usefulness, quality has an effect on global positive impression of advertising leading to the purchase of the product (information technology educational services). More over consciousness and unconsciousness via archetypal symbolism, including colours by stimulating sensations, emotions, moods, associations, needs, values, psycho-physical and overall response to the picture have an effect on global positive impression of advertising leading to the purchase of the product. In addition the symbolism of Jungian unconscious archetypes (the Self, the Old Wise Man and the Great Mother) has the highest effect on global positive impression of Internet advertising leading to the purchase of the product. The results of this study are important for Internet marketing in transition economies because they show that users are influenced by subliminal stimuli, even if they have some knowledge of neuromarketing and methods of social influence. Keywords Communication, consumer, global competitiveness, Internet advertising, Internet marketing, IT professionals, information technology, neuromarketing, purchase decisions, symbolism, transition economies, unconscious influence.

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INTRODUCTION In this paper we investigate the effect of archetypal symbolism in reception of information technology educational services advertising, based on the analytical psychology and its conscious and unconscious aspects and neuromarketing in online communication in Poland, a transition economy located in Central and Eastern Europe. The three research questions guiding our research are: • Has conscious logical and informed assessment of aesthetics, value, usefulness, quality an effect on global positive impression of advertising leading to the purchase of the product? •

Have conscious and unconscious via archetypal symbolism, including colours by stimulating sensations, emotions, moods, associations, needs, values, psychophysiological and overall response to the picture an effect on global positive impression of advertising leading to the purchase of the product?

• Has the archetypal symbolism of the Self, the Old Wise Man and the Great Mother the highest effect on global positive impression of advertising leading to the purchase of the product? Our intended contribution is to expand the existing stream of research related to the knowledge of the influence of unconscious elements, in particular archetypal symbolism of the advertising on the attitudes of educational services on the Internet, in transition economies. Our work can cock a good complement to the analysis of the environmental impacts in marketing and advertising in the field of information technology in transition economies (Roztocki, and Weistroffer, 2008, 2009, 2011). We show that the impact factors can be studied unaware not only with the use of electronic devices, such as computer tomography, EEG and others, but also with qualitative projective methods. They are based on the theory of depth psychology, and combined with modern quantitative methods, especially statistical, guaranteeing accuracy and objectivity of the research. The next part of the paper has following structure. The proceeding section contains short literature as also our earlier research review related to proposition of three main hypotheses. These hypotheses were tested using data from an enhanced and structured interview web, combining elements of qualitative research and structured survey conducted among IT professionals working in different regions in Poland. Next, the results of this research are

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presented and implications are discussed. After presenting some ideas for future research, we conclude the paper by outlying our contribution.

Background and Hypothesis

Neuromarketing, the unconscious and the concept C.G. Jung The purpose of neuromarketing is to exploit measuring tools used in scientific research and knowledge of psychophysiological human behavior in the process of optimizing the marketing stimuli. Neuromarketing focuses on three areas that pertain to the development of traditional

marketing

research,

creating

a

communication

message

according

to

neuroscientific knowledge and using neuro techniques to support the activity of marketing. A significant gain1 of neuromarketing is to use brain research indicating the unconscious processes involved in marketing activities. They are connected (subconscious processes) to make decisions on an offered product or performing a task (Hannaford, 2013, Suomala, Palokangas, Leminen, Westerlund, Heinonen and Numminen, 2012; Žaltman, 2003). This type of behavior to a large extent is related to the activity of the oldest right part of the brain. Other parts of the brain are involved in making decisions, while processes running in them are slower. The central part is responsible for the emotions that arise as a result of the sales incentive, and some left-associative processes for logical reasoning (Pradeep, 2010; Żurawicki, (2010). Studies have shown that a key to the success of manufacturers is the impact of the oldest parts of the human brain. Neuromarketing is also open to different concepts and theoretical approaches that help to explain human functioning in marketing. One such approach, which could bring interesting content and research proposals in the field of neuromarketing, is the theory of Carl Gustav Jung, the eminent disciple of Sigmund Freud. Jung as a result of thorough research work and long-term psychiatric and psychotherapeutic practice has developed a concept of personality (psyche) of man, in which a major role is played by unconscious processes2.

1

Unconscious processes - the mental processes that occur below the threshold of consciousness, independent of man's will. 2

Unconscious processes - in terms C.G. Jung contain a psychological reality, that is, beliefs, feelings, sensations derived both from experience and from the experience of the human species. Proceedings of the International Conference on ICT Management (ICTM 2013), Wroclaw, Poland September 16-17, 2013

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The psyche - conscious and unconscious According to Jung (Jung 1962, 1989a, 1989b) the structure of the psyche consists of the conscious and unconscious. The elements of consciousness are: ego or 'I' units, responsible for the sense of continuity and identity of the person, which is a social personal representation of the ego that allows contact with other people and to adapt to the social environment, the type of attitude which expresses the direction of the flow of psychic energy that can be extravert or introvert and mental functions - thinking, feeling, perception, intuition, providing orientation to reality. The combination of such attitudes and mental function which creates a kind of psychological type of preferences of human beings which have an impact on their decisions and behavior in different situations. Today, psychological type is referred to as a type of personality. Some unconscious psyche consists of two levels. The first level is the personal unconscious, the content from the experience of the group to form mental complexes3. The second level is called. collective unconscious (archaic psyche) common to all mankind, which contains the reference response (instincts) and thinking, living and human behavior (archetypes). The center of the whole psyche of both the conscious and the unconscious is the Self, a self-focusing of all of one’s human potential and one’s functioning. According to Jung, during the life of the individual one is subject to constant change and transformation, they have the character development. This process aims to fully balance a person and arrive at internal integration and is called individuation. Elements of the human psychic in neuromarketing Each element of the human psychic structure presented by Jung could become interesting for neuromarketing. However, it seems that the functioning of the psyche due to the activity of the unconscious realm can provide new information, the more so as the latest research in neuroscience4, to which the neuromarketing refers confirm the thesis of Jung's concept of the unconscious and the archetypes (Damasio, 1999; Gazzaniga, 1992 , Hoss, 2012; LeDoux, 1998, 2002, Panksepp, 1998). Archetype as a key element of the collective unconscious that contains original ideas and patterns of behavior established in the psyche of man since the beginning of humanity. Archetypes express themselves well in the images and emotions. They are inherited along with the structure of the brain - in fact they represent the psychological aspect. This does not 3

The complex is structured constellation of feelings, thoughts, perceptions and memories, it consists of a nucleus of the complex which is the archetype and its related groups of elements. 4 The neuroscience research area of the brain that integrates different areas of expertise together starting from the morphology, biochemistry and physiology of the brain, the brain and genetics, psychology, and related areas of computer science and philosophy and ethics. Proceedings of the International Conference on ICT Management (ICTM 2013), Wroclaw, Poland September 16-17, 2013

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mean, however, that we inherit some ideas, rather we inherit more opportunities to express ideas. (Stevens, 2006). Language by which the archetype in se may be perceived by consciousness and worked on, is the language of symbols. It is possible to understand symbols, by which the archetypes are being expressed, as it can be understood that the specific messages are appearing through awareness of the image, metaphor, or allegory. Symbols are expressive and impressionistic, apart from the image containing meaning, in both fact and circumstances all at the same time, the link between the unconscious and the conscious part of the psyche. Symbols must be distinguished from the sign. The sign is the ratio between the significant and the signified. Most of the signs do not have their own ideas and values, but perform mostly instrumental value, such as road signs. The sign is quite clear, while the symbol has many meanings, and context dependency can be read differently. Basic archetypes Jung distinguished six basic archetypes representing the main types of governing human experience in a lifetime. These archetypes are the Shadow, Anima, Animus, the Great Mother, the Old Wise Man and the Self (the Ego) (Mead, 1993, Kowal and Wegłowska-Rzepa, 2009). In our research we concentrate on the last three of them. The Shadow archetype represents unacceptable, repressed aspects of one’s own psyche (the shadow of an individual), or is showing the dark, destructive side of humanity (the collective shadow). Its polar opposite is the wisdom and the knowledge contained in what is unwanted, crippled and weak. Symbolic representations of the Shadow are a beggar, a witch, a werewolf, drug addicts, alcoholics, a dragon, monster, Satan, death, hell and war. The Anima Archetype reflects the feminine aspect of the male psyche and represents the emotional and intuitive way. In terms of the hallmarks of excessive negative capriciousness and emotional instability, in terms of positive recognition - balanced sensitivity and empathy. Personification of this archetype are a female seductress, princess, woman femme fatale, female witch or a whore. The Animus Archetype is in addition to the aspects of the female psyche of men. It reflects the logic of thinking, the ability to argue and decision making. These features may be present in positive and negative marking. When there is an excessive increase of mental aspects of the Animus, the woman becomes too masculine, when there are too few women take on the characters of naivety and childishness.

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The archetype of the Great Mother is the image of a spiritual mother and maternal attitudes. It expresses the universal law of life and death. Typical of this archetype is the environmental movement vegetarianism, the great goddess worship, and matriarchy. The positive aspect of the Great Mother represents the characteristics of welfare, vitality, sensitivity and kindness. In the negative - characteristics associated with domination, destruction and death, as well as spells and magic. The symbols of this archetype are often images of the goddess, mature woman, parent or mother nature. The archetype of the Old Wise Man reflects the wisdom of the culture and all its spiritual aspects. Positive features, maturity, ability to integrate and co-operation based on both the emotional elements and rational sense of the ability to perform miracles or knowledge of the mystical arts. The negative aspects of this archetype are pride, vanity, overconfidence or abuse of power. The Old Wise Man is symbolized by the prophet, seer, Lord spiritual guru, therapist, healer, magician, wizard and the king. The archetype of the Self (the Ego) represents fullness, completeness and synthesis of opposites in perfect harmony. It expresses a move towards the target and increases the motivation to act in spite of opposites. It is symbolized by the magic number, mandalas, images of the cross, four, wheels, and God. It corresponds to the religious and mystical experiences (Kowal and Wegłowska-Rzepa, 2009). The use of the concept of C.G. Jung's in marketing and advertising Application of analytical psychology of C.G. Jung's in marketing and business already has its own story. The most frequently used is the concept of psychological types based on the MBTI questionnaire (Bayne, 2005; Brancaleone and Gountas, 2007, Briggs-Meyers, McCaulley, Quenk, and Hammer, 1998). Another area is the use of the concept of the unconscious and the archetypes in order to better understand brands and consumer behavior. (Mark and Pearson, 2001). Jung's concept in terms of personality development and the Persona archetype is used to conduct research on the importance of working for the development and life of employees (Svendsen, 2008). The idea of living in crisis moved into the business world shows the risks that are associated with this issue for managers and the organizations that they manage. The problem with the use of Jung's concept is discussed by A. Storr (1991). Another problem is the aging of the population and the potential that older people have the experience, knowledge and wisdom. Understanding the needs of this social group provides opportunities for the development of marketing strategies appropriate for older audiences. However, this requires understanding of the psychological transformations that occur in late adulthood and

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connections inherent in this age of potential energy, mobility and the creativity of young with people of age (Moschis, 1992). Research on advertising Jung's interest in the concept can also be found in the advertising market. Advertising is a form of communication and communication with the customer. In many ads there are images, symbols and motifs inspired by Jungian archetypes. The analysis is based on the finding advertising links between themes and images used in advertising and archetypes, to demonstrate their attractiveness and the impact on consumers by gender, as well as referencing ads to specific values (Konecki and Potomska, 2002; Maso-Fleischman, 1997; Panteado, 1997; Siemaszko, 2003, Williams, 2002). There have also been studies examining whether there is a difference between archetypal and nonarchetypal advertisements in remembering their content, in their opinion, emotional evaluation, as well as to recognize the advertised brands and their preferences (Gorbaniuk and Malek, 2005). The authors of this study showed that the archetypal ads were not more effective than non-archetypal advertising in the impact on customers. They explained this effect, inter alia, the more complex imagebased archetypal ads and excitation of their mixed feelings, they may act defensively for remembering the information contained in the advertisement. In our study of advertising (2002-2012) we concentrated on the types of archetypal symbols appearing in commercials, their preferences by customers and the impact on consumer behavior by communication (Kowal and Weglowska-Rzepa, 2002, 2004, 2009; WeglowskaRzepa and Kowal, 2002a, b ). Comparison of the impact on the public of archetypal symbolism of advertisements with the archetypal symbolism of images that are not advertising in the context of preference data symbols and their significance for the process of development (individuation) of respondents (Weglowska-Rzepa, 2006). See also the possibility of using images containing archetypal symbolism in the study of the functioning of the managers (Weglowska-Rzepa and Kowal, 2012)5. In our study in 2013 we examine the effect of archetypal symbolism in reception of information technology educational services advertising, based on the unconscious and neuromarketing in online communication in Poland, a transition economy. We assume that there is conscious and unconscious impact on consumer attitudes and global positive impression of advertising via archetypal symbolism, including colours by stimulating

5

We analyzed the importance of archetypal symbolism for samples in Polish, Korean and Philippino in terms of cultural differences.

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Conscious and unconscious influences in Internet advertising

sensations, emotions, moods, associations, needs, values, psycho-physiological reactions and overall response to the picture. For the reasons above, we formulate the following hypotheses: Null Hypothesis H01: The symbolism of the Self, the Old Wise Man and the Great Mother doesn’t have the highest effect on global positive impression of advertising leading to the purchase of the product (education services in the field of information technology) Alternative Hypothesis HA1: The symbolism of the Self, the Old Wise Man and the Great Mother has the highest effect on global positive impression of advertising leading to the purchase of the product (education services in the field of information technology) Null Hypothesis H02: Conscious and unconscious via archetypal symbolism, including colours by stimulating sensations, emotions, moods, associations, needs, values, psychophysiological and overall response to the picture has no effect on global positive impression of advertising leading to the purchase of the product (education services in the field of information technology) Alternative Hypothesis HA2: Conscious and unconscious via archetypal symbolism, including colours by stimulating sensations, emotions, moods, associations, needs, values, psycho-physiological and overall response to the picture has an effect on global positive impression of advertising leading to the purchase of the product (education services in the field of information technology) Null Hypothesis H03: Conscious logical and informed assessment of aesthetics, value, usefulness, quality has no effect on global positive impression of advertising leading to the purchase of the product (education services in the field of information technology) Alternative Hypothesis HA3: Conscious logical and informed assessment of aesthetics, value, usefulness, quality has an effect on global positive impression of advertising leading to the purchase of the product (education services in the field of information technology).

Proceedings of the International Conference on ICT Management (ICTM 2013), Wroclaw, Poland September 16-17, 2013

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Conscious and unconscious influences in Internet advertising

Kowal and Wegłowska-Rzepa

Our research model is depicted in Figure 1. Global positive impression of advertising leading to the purchase of the product

Research Hypothesis

Effect of the symbolism of the Self, the Old Wise Man and the Great Mother

(educational services in the field of computer science)

H1

The evaluation of advertising aesthetics of the product advertising

H2

Unconscious impact of archetypal symbolism, including colours by stimulating sensations, emotions, moods, associations, needs, values, psycho-physiological and overall response to the picture

The estimation of value and price of the product

The evaluation of the usefulness of the product

H3 The evaluation of the quality of the product

Logical and informed assessment of aesthetics, value, usefulness, quality

A willingness to participate in advertising educational services in the field of computer science

Figure 1. Research Framework Methodology To test the three research hypotheses, we decided to use a qualitative and quantitative method such as an enhanced and structured interview web, combining elements of qualitative research and structured quantitative survey. Research Questionnaire For the purpose of our data collection, we decided to use elaborated by us earlier extended survey instruments like Dimension of services advertising valuation (see Kowal, JandaDębek, Kuczyńska 1998), and projective method ‘Symob’ (Węgłowska-Rzepa and Kowal, 2008-2012) . The survey structure and questions are depicted in Appendix A and on the website: http://moje-ankiety.pl/respond-49951.html. The questions test contains’ Dimensions of services advertising valuation’, like ‘Aesthetics’, ‘Interest’, ‘Value and price’, ‘Usefulness’, ‘Quality’, ‘A willingness to participate in advertising’, ‘A willingness to purchase advertising educational services in the field of computer science’. The dimension of ‘Unconscious impact of archetypal symbolism, including colours by stimulating sensations, emotions, moods, associations, needs, values, psycho-physiological

Proceedings of the International Conference on ICT Management (ICTM 2013), Wroclaw, Poland September 16-17, 2013

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Kowal and Wegłowska-Rzepa

Conscious and unconscious influences in Internet advertising

and overall response to the picture’ comprises ‘Associations’, ‘Impressions of picture symbolism’, ‘Calling emotions and moods by advertising’, ‘Positive emotions’, ‘The strength of positive emotions induced’, ‘Negative emotions’, ‘The strength of negative emotions induced’, ‘Calling needs by advertising’, ‘The strength of needs induced’, ‘Calling values by advertising’, ‘The strength of values induced’, ‘Impressions of picture colours’, ‘Calling emotions and moods by colours in advertising’, ‘Calling psycho-physical reactions’, ‘Usefulness-utility’, ‘Opinion s- attitudes towards neuromarketing and manipulative techniques’. Research Questionnaire Adaptation and Testing The test questionnaire in Spring of 2013, the first author invited a small group of IT professional working in various companies in Wroclaw, Poland to participate in a pilot survey. The validation included the method of competent judges, items discriminatory power, scales validity (CFA) and reliability (Cronbach’s α) analysis. For all dimensions, standardized Cronbach's alpha coefficients were greater than 0.8. Participants and Data Collection The data collection was conducted by the first author via an enhanced and structured interview web, combining elements of qualitative research and structured survey posted on the website of the College of Management Edukacja, located in Wroclaw, Poland. Invitations to taking part in our research were sent by the first to a random sample of IT professionals working for enterprises that are located in different regions in Poland. From April to June 2013, 52 participants completed the on-line questionnaire, as depicted in Table 3. Variables and categories Age in years less than 24 24-34 34-44 44-54 55-65

Quantity

Percent

9 15 11 11 5

5 42 37 11 5

Gender Female Male

31 21

60 40

Education High school Bachelor Master Doctor Missing values

3 29 9 8 3

6 55 18 16 6

Proceedings of the International Conference on ICT Management (ICTM 2013), Wroclaw, Poland September 16-17, 2013

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Conscious and unconscious influences in Internet advertising

Kowal and Wegłowska-Rzepa

Variables and categories

Quantity

Percent

Firm size Micro – up to 9 people Small – from 10 to 49 people Medium – from 50 to 250 people Large – from 250 people

7 10 17 17

14 20 33 33

Level of salary Much lower than average Lower than average Average level Above average Much above average

8 11 18 11 3

16 22 35 22 6

Table 1. Sample Characteristics (N=52)

The tested population seems to be representative for IT professionals, who work in Poland. For example, about 67 percent of the respondents work in companies with 250 or less employees. Due to the information published by the Polish Agency for Enterprise Development (2010), just about 70 percent of employees in Poland were working in companies with 250 or less people. Statistical Methods The statistical optimization method was applied to test of population representativeness. Testing variables comprised: age in years , gender, level of education, the firm size, level of salary (Kowal and Węgłowska-Rzepa 2002). Measurement scales and statistics methods The analysis was based on the continuous, ordinal and binary coded variables. The statistical measures were applied due to variable scales. There were used descriptive statistics and the methods of statistical deduction. The methods of the point estimation, the section estimation and the statistical hypotheses verification were applied to generalize conclusions from the research sample to a general population. Statistically significant results and conclusions were presented only. Results H1. The biggest influence on opinion concerning the aesthetic, interest in the product, the assessment of price, usability, quality, and willingness to use the educational services in the field of computer science had the symbolism of the Self (picture of a landscape with the sea), the Old Wise Man (picture of a Buddhist physician), the Great Mother (picture of a harvest field). Proceedings of the International Conference on ICT Management (ICTM 2013), Wroclaw, Poland September 16-17, 2013

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Conscious and unconscious influences in Internet advertising

Kowal and Wegłowska-Rzepa

The symbolism and color of a given image affect rather unconsciously the opinion in terms of the evaluation of aesthetics, price value, usability, quality, and willingness to use and purchase the service by arousing excitement, emotion and mood, which imply connotations associated with the needs and values. They can be seen by liking or dislike towards certain symbols and colors, and the occurrence of mental and physical reactions. These are usually the

first

reactions,

not

subject

to

rational

treatment

that

requires

time.

The most common tastes, sensations, moods and emotions are described below. Analysis of election of archetypal symbolism and color Respondents were asked seven questions related to aesthetics, popularity of the product, evaluation of price, quality, usefulness, willingness to use and purchase of educational services in the field of computer science. Questions and corresponding percentage distribution is shown in the table below. Dimensions of services advertising valuation 1

Which picture do you like best?

2

Which image, according to you should be used to advertise such product as educational services, that would attract the strongest interest in the product? In your opinion, the presence of which image at the advertised education service of computer science serves best its sale and could raise its price value most? How do you think the image qualities of the image can affect in the most positive sense, the quality of the presented services? In your opinion, the presence of which image at the advertised service would increase most positive feedback on its usefulness? In your opinion, the presence of symbols and colors of what image would evoke the strongest desire to participate in advertised learning service learning? In your opinion, advertising of educational services using symbolism of which image would encourage you to purchase the service, if you had the money? Sum, average=98,3

3

4 5 6

7

Harvest fields 27

Buddhist physician 6

Lanscape with sea 47

Sum

8

35

20

101

10

22

35

101

22

24

29

101

20

31

20

101

16

16

39

101

8

24

39

101

111

160

229

100

Table 2. Response distribution concerning Dimensions of services advertising valuation (N=52)

Landscape with the sea. Analysis of response structure in percentage. The majority of respondents most liked the symbolism of the landscape with the sea (47%). Also, the highest percentage of people decided that the symbolism of that image would serve the best selling educational services in Proceedings of the International Conference on ICT Management (ICTM 2013), Wroclaw, Poland September 16-17, 2013

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Kowal and Wegłowska-Rzepa

Conscious and unconscious influences in Internet advertising

the field of computer science and could raise its price value (35%), its characteristics may affect most strongly the positive sentiment concerning the quality of the presented services (29%). The presence of symbolism and color image would arouse strongest desire to participate in the promoted service learning (39%), what is more, advertising educational services with the use of the landscape with the sea symbolism would encourage the respondents to purchase the services if they had the money (39%). Correlation analysis. Basing on the analysis of statistically significant positive correlation, at least moderate strength (from 0.4 to 0.6) and regression models, in the opinion of 76% -78% of the respondents, advertising with symbols and colors of the landscape with the sea was most liked, and it would establish the greatest desire to attend and purchase the educational services in the field of computer science, it would serve the best of the sale and could raise its price value most, it would also increase the most positive opinion on its quality and usability. The symbolism and color of the picture in the opinion of respondents provides a high quality impression connected to the product, creates the mood and emotions of peace, relaxation, social support, and the color blue appearing in it is ecological and corporate in characteristics, and orange – is a symbol of good contact. Correlations of aspects of aesthetics, value, quality, utility, willingness to participate in the service and its purchase with the aforementioned traits were positive, of at least moderate strength. The canonical correlation between the first impression associated with liking of the image and overall, total assessment of value, usefulness, quality, willingness to participate and purchase is statistically significant, it equals 0.3, so its strength is of a little less than moderate. Buddhist physician. Analysis of response structure in percentage. The symbolism and color of a picture of a Buddhist physician used in the advertised service would increase the most positive feedback on its usefulness according to 31% of the group, whereas in the opinion of 35% - the picture should definitely be used to advertise a product in the field of the educational services, as the picture would attract the strongest interest in the advertised product. Correlation analysis. Some people preferred to choose the image of a Buddhist doctor, as it is had the strongest appeal, it would enable them to purchase services in case if they had money. These people also considered that the symbolism of the picture was to improve the sense of price value and utility. Picture of a Buddhist doctor raised environmental associations. At the same time respondents pointed out that the colors of yellow, gold and brown were typical of enthusiasts Proceedings of the International Conference on ICT Management (ICTM 2013), Wroclaw, Poland September 16-17, 2013

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Kowal and Wegłowska-Rzepa

Conscious and unconscious influences in Internet advertising

of the product, the color turquoise stands for high quality and luxury, and black represents the impression of protectiveness. Those who preferred the image of Buddhist physician observed that it is easier for them to remember certain things and facts. The above-described conclusions were drawn on the basis of not only a statistically significant correlation (correlation was positive, of at least a moderate strength, from 0.4 to 0.6) but also the regression model, which related to about 75% of cases. Harvest fields. Analysis of response structure in percentage Subsequently, the most liked picture was of harvest fields (27%), it was in third place (20%) due to the advantages that can affect the most positive sense in reference to the quality of the presented services. Together with the marine landscape (20%) it was marked as important for increasing positive opinion on the usefulness of the product and in the second place (with a Buddhist doctor 16%) in terms of inducing the strongest desire to participate in service learning promoted. Correlation analysis The respondents associated usability, quality, willingness to participate and purchase of services with harvest fields most, but usually together with a picture of a Buddhist doctor landscape with the sea. According to the respondents the symbolism of these images can increase their value. It is interesting that the people who considered the symbolism of harvest fields as increasing the feeling of usefulness of educational services, observed some psychophysical reactions associated with symbols and colors of a Buddhist doctor such as goosebumps, the overall increase in tension in the body, faster and varied associations. Harvest fields rather induced sedation and changes in visual acuity. The study participants also stressed that actions using handling and neuromarketing techniques can serve organizational development, reducing unemployment and increasing prosperity, they are considered to be ethical, thus, can be used. Such opinions were very often expressed by sellers, persons engaged in hotel and restaurant business, people with science background and persons with no children. All correlations, on the basis of which the above conclusions were drawn, were positive, with strength from 0.4 to 0.5. Regression models developed on their basis fit to 78% of cases. Sensations, emotions and moods occurring in contact with the rated picture. Sensations, emotions and mood occurring in contact with the rated picture often appear as unconscious as a reaction to stimuli presented and they have influence on decisions about

Proceedings of the International Conference on ICT Management (ICTM 2013), Wroclaw, Poland September 16-17, 2013

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Conscious and unconscious influences in Internet advertising

Kowal and Wegłowska-Rzepa

interest in and purchase of the product. Sensations, emotions and moods evoked by the pictures are shown below in Table 3. Impressions – images – archetypal symbolism passionate about the product gambler

Harvest fields

Buddhist physician

10

35

Landscape with the sea 10

4

4

0

play, playful

12

16

27

approachable

25

20

16

ecological

63

12

24

conservative

10

37

2

elegant

4

16

12

high-quality, elegant

6

8

29

powerful overwhelming, dreadful light

2

4

35

6

12

16

43

12

20

12 12

25 22

6 20

4

6

37

10

29

6

31 8

14 14

39 14

29

12

33

Impressions evoked in respondents by pictures

Moods, emotions in advertising that respondents would like to call up by the symbolism used in images

serious corporate, social exciting compassionate and caring happy contacting calm, relaxed

14 33 37 creative, ingeniuos Table 3. What impressions do the presented images evoke in you? Distribution of responses in percentage.

Percentage distribution of responses with reference to the mood and impressions evoked by the archetypal symbolism of all images. About 60% pointed to harvest field (the symbolism of the Great Mother) as the best ecological symbol, more than 20% associated the term ‘powerful’ with the landscape with the sea (the symbolism of the Self). The mood and emotions that respondents would like to evoke in advertisement recipients are related primarily to the landscape with the sea, which, to more than 35% of the respondents, is creative, peaceful, happy, exciting and powerful symbolic. A slightly smaller percentage of people (about 30%) pointed to the symbolism of the Buddhist doctor, evoking on one hand a very creative, compassionate and caring mood, but on the other - also a feeling of passion and conservatism towards the product. The picture of harvest fields evoked impression connected to ecology (over 60%), whereas the dominant moods and emotions aroused were - lightness and happiness (over 30%). Proceedings of the International Conference on ICT Management (ICTM 2013), Wroclaw, Poland September 16-17, 2013

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Kowal and Wegłowska-Rzepa

Conscious and unconscious influences in Internet advertising

Negative impressions linked to expressions 'overwhelming and dreary', were not high in the selected images. Most respondents (16%) commented in this way in relation to the picture landscape with the sea. Attempt to create the mood and emotions related to creativity and ingenuity through symbolism and colors of the landscape with the sea is often accompanied by greater strength of positive emotions attached to them (r = 0.4). Impressions concerned with colors The questions concerning impressions connected to colors that accompany the pictures brought the following answers: • passionate about the product: red (18%), orange (18%), • risk: red (43%), orange (20%), • play, funny: yellow (25%), pink (22%), turquoise (22%), • approachable: blue (14%), green (22%), • ecological: green (57%), • conservative: black (24%), silver (24%), brown (20%), • elegant: blue (18%), black (35%), silver (20%), • high quality, elegant : black (16%), silver (20%), • powerful, giant: red (24%), black (33%), • overwhelming, dreary: black (37%), grey (31%). Moods, emotions in advertising associated with colors appearing in the pictures in the opinion of the IT specialists should be: • light: blue (18%), pink (16%), turqoise (18%), • corporate, social: blue (16%), yellow (12%), green (14%), • exciting: red (18%), orange (12%), pink (12%), turqoise (14%), • contacting: blue (16%), green (29%), • calm, relaxed: blue (14%), green (31%), • creative, imaginative: blue (18%), orange (22%), green (14%), violet (14%), Advertising would be repulsive, damaging to the company, if the colors used would be: black (39%), brown (16%), grey (20%).

Proceedings of the International Conference on ICT Management (ICTM 2013), Wroclaw, Poland September 16-17, 2013

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Conscious and unconscious influences in Internet advertising

Kowal and Wegłowska-Rzepa

Analysis of associations. 1. Landscape with the sea:

2. Buddhist physician:

6

10

Knowledge and experience Peace, rest

14

Spirituality, exotic

16

3. Harvest fields:

Sum, average=15,5 16

7

Health

21

10

26

8

8

Wildlife, nature

11

11

Care, memories, work

11

11

29

93

Sum

36

28

Chi-square = 100,5; df=10; p